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Measuring Brand Value with Scanner Data
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TLDR
Brand Intangible Value as mentioned in this paper measures the component of brand value which cannot be directly attributed to the physical product, thus measuring the value created by such factors as brand name associations and perceptual distortions.Abstract:
Using actual consumer choice data from a single-source scanner panel, we construct two measures of brand value which capture different aspects of brand equity. Brand Value measures perceived quality, the value assigned by consumers to the brand, after discounting for current price and recent advertising exposures. Brand Intangible Value isolates the component of brand value which cannot be directly attributed to the physical product, thus measuring the value created by such factors as brand name associations and perceptual distortions. We illustrate these measures in a study of the powder laundry detergent category and briefly relate the results to strategic variables (order of entry and cumulative advertising expenditures).read more
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An examination of selected marketing mix elements and brand equity
TL;DR: The authors explored the relationship between selected marketing mix elements and the creation of brand equity and found that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are associated with high brand equity.
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Developing and validating a multidimensional consumer-based brand equity scale
Boonghee Yoo,Naveen Donthu +1 more
TL;DR: In this article, the authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity.
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Brands and Branding: Research Findings and Future Priorities
TL;DR: The authors identified some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management.
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Brand Equity, Brand Preference, and Purchase Intent
TL;DR: In this article, the authors examined the effect of brand equity on consumer preferences and purchase intentions and found that the brand with the higher advertising budget yielded substantially higher levels of brand ownership.
References
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Consumer Evaluations of Brand Extensions
David A. Aaker,Kevin Lane Keller +1 more
TL;DR: In this article, two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, i.e., use of an established brand name to enter a new product category.
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The people's choice.
TL;DR: In this article, the authors discuss the importance of data collection in the context of data sharing and propose a method to collect data from all the users of a data collection system. But they do not specify the number of users.
Posted Content
A Probabilistic Choice Model for Market Segmentation and Elasticity Structure
TL;DR: This paper proposed a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity, and applied it in a study of competition between national brands and private labels in one product category.
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Price-Induced Patterns of Competition
TL;DR: In this article, a price-tier model is proposed to operationalize the theory and to allow predictive testing, and the results are consistent with a bimodal preference distribution, with the regular price indifference point being located toward the lower-quality end of the preference distribution for the categories analyzed.